Bluesky Hits 30M Users: How AT Protocol Powers the Decentralized X Rival
Bluesky, the decentralized social platform first envisioned by Jack Dorsey, has become one of the fastest-growing challengers to X (formerly Twitter), now surpassing 30 million users as of February 2025. Its growth has been fueled by discontent with X’s recent policies, ranging from changes to the block feature to allowing third-party companies to train AI models on user posts, while Bluesky positions itself as a transparent, user-first alternative.
At the heart of Bluesky’s momentum lies its AT Protocol, an open-source decentralized framework designed to hand control back to users and developers alike.
From Twitter Spin-Off to Independence
The idea for Bluesky was introduced in 2019, when Dorsey was still CEO of Twitter, as an attempt to build a decentralized standard that Twitter itself could adopt. After Elon Musk’s acquisition of Twitter, however, Bluesky forged its own path.
Today, Bluesky operates as an independent public benefit corporation led by CEO Jay Graber. Dorsey, who stepped down from its board in 2024, is no longer directly involved. This independence has enabled Bluesky to grow without being tied to X’s policies or direction.
The Core Tech: AT Protocol
For the blockchain and tech community, Bluesky stands out because of the AT Protocol (Authenticated Transfer Protocol)—a decentralized social networking framework developed in-house.
- Open Architecture – Built as open-source, AT Protocol gives outsiders the same level of insight and building power as its creators.
- Federation – Bluesky plans to support multiple interconnected communities. Users will eventually be able to port their handles, followers, and content across apps built on AT Protocol.
- Algorithmic Choice – Instead of being locked into a single “black box” feed, users can subscribe to custom algorithms and build their own social experiences.
- Exit Freedom – Users aren’t bound to a single company’s rules. If they are unhappy, they can migrate to another community while retaining their digital identity.
This structure reflects a broader Web3 ethos: ownership, transparency, and freedom from centralized gatekeepers.
Features That Feel Familiar
For those migrating from X, Bluesky feels intuitive:
- Posts are capped at 256 characters with support for images.
- Standard engagement features—likes, replies, and reposts—mirror Twitter.
- A Discover feed highlights trending conversations, while custom feeds allow algorithm experimentation.
- Features like direct messages, emoji reactions, vertical video feeds, and even a dedicated video tab now make Bluesky competitive with TikTok-style platforms.
- Users can claim unique identities via @username.bsky.social or link a personal domain name to their handle.
Unlike X, Bluesky’s blue checkmarks (rolled out in May 2025) cannot be bought; they’re tied to verification, not subscriptions.
Comparison: Bluesky vs Mastodon vs Threads
| Feature | Bluesky | Mastodon | Threads |
|---|---|---|---|
| Architecture | AT Protocol (decentralized, open-source, federation planned) | ActivityPub (federated, widely adopted in the Fediverse) | Centralized under Meta |
| Growth | 30M users (Feb 2025) | ~15M users (est.) | 150M+ users (Jan 2025) |
| User Experience | Twitter-like interface, custom feeds, video support | More complex, server-based sign-ups, fragmented UX | Instagram-linked, simple onboarding |
| Identity | Domain-based handles (@user.bsky.social or custom domain) | Server-specific handles (@user@server.com) | Linked to Instagram accounts |
| Moderation | Ozone tool for community-driven moderation | Moderation depends on individual servers | Meta-enforced centralized moderation |
| Monetization | Free + upcoming Bluesky+ subscription | Donations, community-driven funding | Ads + “Threads for Business” features |
Takeaway:
- Bluesky balances familiar UX + decentralized foundations, appealing to users frustrated with X.
- Mastodon offers maximum decentralization but suffers from fragmented adoption.
- Threads thrives on Meta’s ecosystem, prioritizing scale over user sovereignty.
Monetization Without Exploiting Data
Bluesky has positioned itself against the “pay-to-win” and ad-driven models of competitors:
- Custom Domains – A paid feature allowing users to personalize their handle.
- Bluesky+ (Coming Soon) – A subscription service rumored to include high-quality video uploads and profile customization.
- Skyseed Fund – A $1 million developer fund offering grants for projects built on AT Protocol.
By rejecting an advertising-first approach, Bluesky aims to prove that social platforms can be financially sustainable without selling user data.
Tackling Moderation at Scale
Rapid growth comes with moderation challenges. In 2024, reports of harassment and intolerance surged 17x. Bluesky responded with:
- Ozone – A tool empowering users and communities to run their own moderation services.
- Expanded Moderation Team – Now around 100 people dedicated to keeping the platform safe.
- Anti-Misinformation Tools – Including warnings for misleading links and email verification for account security.
The vision is to give communities autonomy in defining their standards, instead of enforcing a single, centralized policy.
The Bigger Picture
Bluesky’s surge past 30 million users is more than just a milestone; it represents a turning point for decentralized social media. While Mastodon pioneered federation and Threads leaned on Meta’s ecosystem for rapid adoption, Bluesky offers a hybrid of familiar user experience and blockchain-inspired principles.
By anchoring itself in AT Protocol, Bluesky is positioning social media as infrastructure, not a private monopoly. For users and developers tired of being at the mercy of algorithmic opacity and corporate policy shifts, that’s a powerful proposition.
Closing Thoughts
Bluesky isn’t just a Twitter alternative, it’s a live experiment in decentralization at scale. Its next challenge will be proving that open protocols and federated communities can sustain not just growth, but meaningful long-term engagement in a space dominated by Big Tech.
